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Welcome Viral Marketing to Gen Y Marie Chatterton Vancouver, BC Canada Session Overview • Defining generations • Gen Y characteristics • Changes in communication and marketing • Online interactive audiences • How to participate online • Challenges and opportunities • Questions and discussion Timeline Silent Generation 1925-1944 Baby Boomers 1945-1964 Gen X 1965-1977 Gen Y/Millenials 1978-1994 History’s first “always connected” generation Wired Digital Worldly Switching “In their world, they need only be exposed to things immediately relevant to them and nothing more. Their mantra might as well be ‘what I want when I want it.’ ” Betsey Frank 2003 This is a curious generation and they satisfy curiosities immediately. They want good pay and rapid career advancement - in an environment with values similar to their own. And They want to feel nurtured, free to be social, and have fun. They embrace multiple modes of self-expression • ¾ have created a profile on a social networking site • 20% have posted a video of themselves online (compared to 6% of Gen Xers and 2% of Boomers) 100 Images Per Minute (1.6666666666666666666666666666667 per second) Translation: This makes people less trusting. So, how do we reach them? Interruptive marketing has seen its day. Now, relevance is everything. Hot Not Sharing Blanket statements Talking & Listening Telling Word of mouth Cold calling Viral Marketing TV commercials Online Billboards networking/social media Some Statistics… More video was uploaded to YouTube in the last 2 months than if ABC, NBC and CBS had been airing new content 24/7/365 since 1948 Over 500 million active members People spend over 700 billion minutes Per month on Facebook … And Google + is just warming up. Over 145 million accounts Yearly growth rate is 1,382% Changes in Communication The audience is choosing what, when, and how they gather information. (Zappos) So, who’s doing what online? Social Technographics Ladder The Social Technographics Profile of Gen Y The Social Technographics Profile of Boomers Okay, now we have an idea of who’s doing what online… What next? Start participating Check out what others are doing. Listen to what people are talking about. (Old Spice) Transparency is key Make sure to include others in the process… Your online success depends on it. A few reminders… Eternal Life What goes on the internet, stays on the internet… forever. Don’t try to lead your audience. (GM Chevy Tahoe) Collaboration New opportunities and creative ways to connect: think big and be genuine (Langara Rethink Scholarship) The Future of Online Communications (Web 3.0) • Interactive technologies are being created and improved daily • Individuals will be as much a part of the online experience as e-mail or browsers are now • Rapid increase of online participants (more people, more companies, more involvement) The Digital Generation is growing up quickly (anyone born after 1995) The first generation to only know a world with internet and cell smart phones. ‘If you see a tsunami coming, start swimming with the current.’ Marc Tasman Sources: 1. Journal of College & Teaching Learning/ Professor Susan Eisner/ 2004 2. Generations at work/ R. Zemke, C. Raines, B. Filipczak/ 2000 3. Online Business Week/ Pallavi Gogoi/ 2007 4. Gen Y: Too Demanding at Work? /CaeerBuilder.com / Anthony Balderrama/ 2006 5. Understanding Gen Y/ Sophia Yan/ 2006 6. www.todmaffin.com / Tod Maffin/ 2008 7. Groundswell/ C. Li, J. Bernoff/ 2008 8. Cluetrain Manifesto, The/ C. Locke, D. Searls, D. Weinberger/ 2001 9. Pew Research Centre February 2010 Millenial Report. 10. Twitter, Facebook, LinkedIn statistic pages, September 2010.
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